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Jennifer Perry

Senior Manager, Advanced Analytic Methods & Research
Jen Perry

Jennifer Perry is a Senior Manager of Advanced Analytic Methods & Research at Merkle. She leads teams that utilize data, analytics, and technology to develop and execute on marketing strategies that aid marketing organizations in understanding their customers and monetizing relationships through personalized experiences. Successful client engagements examples across a number of industries including CPG, High Tech, Non-Profit, Financial Services, Insurance and Pharma. Jennifer has over 10 years of marketing experience and over four years of continual practice in means-end and laddering approaches having learned directly from Dr. Thomas Reynolds, author of the book Understanding Consumer Decision Making and former marketing chair at the University of Houston and founder of the means-end movement.   

Jennifer's Articles, Blog Posts, Webinars and More

Merkle Insight Video: How Wearable Tech Helps Fulfill Millennials' Needs

How Wearable Tech Helps Fulfill Millennials' Needs

Our studies show millennials are drawn to wearable tech regardless of the industry. What is it about wearable tech that speaks to them, and what do those motivations mean for marketers?

How to Move from Campaigns to Conversations

Today, there is little tolerance for brand irrelevance. Buyers expect brands to engage in meaningful conversations during key moments of need. To meet their expectations, the industry must move away from siloed channel and product-level campaign thinking and more toward managing key customer interactions. These interactions come down to specific moments. Managing moments means having a defined strategy for understanding and responding to customers’ needs at every possible touchpoint. For brands to gain market share, they’ll need to invest in a more cohesive audience strategy that meets the unique needs of buyers and personalizes each customer’s experience.

Elevating experiences is not easy, but valuable and worthwhile initiatives typically are not.

As Harvard Business School’s Michael Porter defined in his 1996 paper, What is Strategy? strategy involves creating fit among a company’s activity. Fit has to do with making purposeful tradeoffs to create differentiation, as well as how a company’s activities interact and reinforce one another in support.

To create fit, brands need to identify the most winnable customers and determine how to manage their experiences by enabling fluid interaction among business units—referred to as activating the future-state buyer experience. An effective future-state buyer experience addresses unique needs throughout the course of the journey—ultimately influencing the consumer by providing exactly what they’re looking for.

Articles We suggest...

Why B2B Buying Decisions are Personal

Whether we want to admit it or not, our B2B buying decisions have an association with our personal desires. The reasons we choose one option over another tie back to personal needs and consequences. There is a natural cognitive bias that influences what we determine to be favorable options.
Topics: B2B
Blog We suggest...

What Makes People Buy?

In order to persuade customers effectively, you must first understand their personal connection to the brand — in other words, the “why” behind the buy. When we understand unique personal motivators to purchase, we can begin to speak in a personalized, relevant manner to like-minded groups of customers.
Blog We suggest...

How Social Is Your Brand?

How social is your brand? We're not talking about Facebook or Instagram here. Instead, we're asking specifically how your brand speaks to the socially-oriented needs of your consumers? It can be critical to connecting to your customers.
Blog We suggest...

Can You Buy Good Parenting?

My team studies the purchase motivations of consumers as a means to formulate meaningful segmentation and positioning strategies. Motivational research (such as laddering) is used to draw out brand distinctions to connect how sought-after brand elements link to underlying personal needs and values.